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director of nz - APRA

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MEMBER NEWS<br />

Sally Howland, Director Member Services, <strong>APRA</strong><br />

THE DEEN<br />

MUSIC BUSINESS PROFILE<br />

Dean Ormston, Director, General Performance Licensing, <strong>APRA</strong><br />

On-line cue-sheet facility<br />

The ability to submit cue-sheet information<br />

electronically to <strong>APRA</strong> is now a reality. Developed<br />

in-house by <strong>APRA</strong>, the on-line cue-sheet facility,<br />

created specifically for members working in film and<br />

television as well as broadcasters and producers <strong>of</strong><br />

audio visual product, is the latest on-line service<br />

available to members via the <strong>APRA</strong> website.<br />

The new system has twin aims:<br />

• to provide members and music users with an<br />

accessible and efficient system <strong>of</strong> capturing cuesheet<br />

related data electronically by access to a<br />

web based system, and<br />

• to enable <strong>APRA</strong> to make significant efficiencies<br />

in cue-sheet data management<br />

One <strong>of</strong> the principle features <strong>of</strong> the system which<br />

will deliver resource efficiencies is its integration<br />

capabilities with <strong>APRA</strong>’s proprietary computer<br />

system, CMS (Copyright Management System).<br />

Live Performance – ALERT!<br />

Most members will be familiar with <strong>APRA</strong>’s<br />

LPR (Live Performance Return) system, which<br />

relies on members’ self reporting <strong>of</strong> gigs for<br />

distribution purposes. As such, the system is<br />

wholly dependant upon the honesty and<br />

accuracy <strong>of</strong> members’ claims. Sadly, it<br />

appears that some members have been<br />

overstating their submissions. The effect <strong>of</strong><br />

this is that, ultimately, the LPR distribution<br />

pool is diminished by inaccurate claims with<br />

lower royalty returns to members.<br />

Because <strong>of</strong> the increasing number <strong>of</strong><br />

inaccurate claims, <strong>APRA</strong> has stepped up its<br />

verification program <strong>of</strong> LPR claims to ensure<br />

fair and equitable distributions to all<br />

members. For the benefit <strong>of</strong> members, the<br />

verification program will centre on the<br />

NZ Pay TV<br />

Whilst the web-based system quite simply provides<br />

an alternative to the traditional paper based cuesheet<br />

by enabling users to lodge data on-line, the<br />

resultant administrative benefits will be realised<br />

through much <strong>of</strong> the back-end processing<br />

functionality, previously undertaken manually.<br />

At the forefront <strong>of</strong> international best practice and one<br />

<strong>of</strong> only few such applications available around<br />

the world, features <strong>of</strong> the new system include:<br />

• on-line search facility<br />

• cloning functionality<br />

• secure members/client log-on<br />

• automatic production & works matching<br />

• collation <strong>of</strong> multiple work entries<br />

Members wishing to use the new system should<br />

contact Michelle O’Donnell on 02 9935 7959 or<br />

email modonnell@apra.com.au.<br />

following three-point plan:<br />

1) Gig tracking – <strong>APRA</strong>’s General Performing<br />

Licensing Department maintains a “gig-track”<br />

data base which records all advertised gigs<br />

nationally.<br />

2) Compliance Officers - will attend specified<br />

gigs to determine;<br />

a. The number <strong>of</strong> works performed<br />

b. The ratio <strong>of</strong> original works to cover<br />

versions performed<br />

3) Venue check – Verification <strong>of</strong> actual<br />

performances will be sought from licensees.<br />

Information collected from the above three<br />

sources will then be matched against claims<br />

from members to determine accuracy. <strong>APRA</strong><br />

cannot accept LPRs which are inaccurate and<br />

will not distribute on the basis <strong>of</strong> false<br />

information. In the event <strong>of</strong> conflicting details,<br />

members will be asked to submit a Statutory<br />

Declaration to accompany their claims.<br />

The importance <strong>of</strong> maintaining the integrity<br />

<strong>of</strong> the <strong>APRA</strong> system is critical to its success.<br />

The verification program is an important part<br />

<strong>of</strong> the <strong>APRA</strong> system, and just because you are<br />

asked to submit a statutory declaration does<br />

not mean that <strong>APRA</strong> believes you have<br />

deliberately submitted incorrect information.<br />

As many LPRs as practical will be verified.<br />

Please note that <strong>APRA</strong> takes a particularly strong<br />

view against fraudulent claims and will have no<br />

hesitation in initiating legal proceedings should<br />

the circumstances warrant it.<br />

<strong>APRA</strong>’s distribution analysis <strong>of</strong> New Zealand Pay TV has undergone a significant review with the result that an additional eight channels,<br />

including two dedicated music channels J2 and Juice are now subject to a census (100%) analysis. The new scheme comes into effect from<br />

D40A; that is the performance period commencing 1 July 2002. The New Zealand channels included for distribution are:<br />

Cartoon Network, Discovery, Hallmark, Juice, J2, Movie Max, National Geographic, Nickelodeon, Sky 1, Sky Movie, TCM<br />

Important: Statements covering New Zealand earnings<br />

Trans-Tasman fiscal and governance requirements have necessitated<br />

the incorporation by <strong>APRA</strong> <strong>of</strong> a New Zealand subsidiary company.<br />

One important result <strong>of</strong> the change is that members' earnings will in<br />

future be separated into Australian-sourced income, which will<br />

appear in the normal statement, and New Zealand-sourced income,<br />

which will appear in a second statement under the heading <strong>APRA</strong> NZ Ltd.<br />

If any members have queries, or experience difficulties with the new<br />

arrangements, please contact our Member Services Department.<br />

In the November 2000 edition <strong>of</strong> APrap<br />

we presented the research <strong>APRA</strong> had<br />

undertaken in evaluating the use <strong>of</strong> music<br />

to market your business. In terms <strong>of</strong><br />

understanding the benefits <strong>of</strong> using music<br />

and implementing appropriate strategies<br />

to exploit such benefits, few venues in<br />

Australia can match the level <strong>of</strong> insight,<br />

strategy and innovation demonstrated by<br />

a particular Perth venue. The Aberdeen<br />

Hotel or The deen, as it is more<br />

commonly known in Perth, is not only<br />

a local institution but an evolving<br />

entertainment venue success story.<br />

The deen does it so well that we invited<br />

the owner, John Boucaut, and Manager,<br />

Tim Caporn, to join us at the Australian<br />

Hotels Association National Conference in<br />

Melbourne in 2001, where we presented<br />

<strong>APRA</strong>’s research to date. John starred as a<br />

panelist, describing how his venue worked<br />

and taking questions from the floor.<br />

What’s unique about The deen is the<br />

strategy behind the use <strong>of</strong> music. There<br />

is an amazing attention to detail<br />

designed to focus on the experience <strong>of</strong><br />

the visitor (punter) and which reflects<br />

management’s understanding <strong>of</strong> their<br />

target market. As a result they have<br />

created a venue that generates<br />

movement and demands investigation.<br />

The space is divided into clearly defined<br />

zones, each with its own characteristic<br />

form <strong>of</strong> music, entertainment and fitout.<br />

From the moment you enter the<br />

venue you are drawn to its diversity.<br />

Zone 1 is the first contact with the<br />

venue and tends to be the busiest bar as<br />

punters pick up their first drink to<br />

“cruise” the venue. The artwork behind<br />

the bar is constantly changing and<br />

provides an added visual. From here,<br />

punters can move between Zone 3’s live<br />

bands and DJs, playing ‘80s & ‘90s party<br />

classics, to the Zone 2 dance arena with<br />

DJs spinning commercial dance tunes.<br />

Upstairs is Zone 5 with its “transit<br />

lounge” vibe; punters can retreat to this<br />

area for a break, relaxing to the rotation<br />

<strong>of</strong> DJs playing down temp lounge<br />

grooves, French house and French hip<br />

hop. Zone 6 is used predominantly for<br />

functions until 10pm and then opens to<br />

the public. Punters in this area look over<br />

Zone 3 to bands and DJs and via<br />

monitors can also watch what is<br />

happening in all other Zones, including<br />

zones which provide concept pool tables<br />

(round, Y-shaped and L-shaped varieties),<br />

airy balconies and the ability to bar-hop<br />

without leaving the building.<br />

In ensuring a memorable experience for<br />

those inside, the venue boasts state <strong>of</strong><br />

the art lighting (6,000 lighting effects)<br />

and sound and a full-time Audio-Visual<br />

(AV) technician who oversees the $2M<br />

AV investment. For those outside, a 6.3m<br />

TV attached to the outside <strong>of</strong> the venue<br />

creates huge interest and is used to<br />

advertise weekly functions, competitions<br />

and most importantly images <strong>of</strong> what<br />

you’re missing out on inside.<br />

What’s really impressive is the extent to<br />

which The deen manages the music<br />

performed at the venue. DJs are used to<br />

provide context for live bands, entertain<br />

in band breaks and most impressively<br />

use the music to move punters between<br />

bars to keep things busy. Bands and DJs<br />

compare playlists on the night to ensure<br />

that there is no cross-over and that the<br />

same music is not played in the different<br />

Zones <strong>of</strong> the venue.<br />

The deen's website (www.thedeen.com.au)<br />

reflects the interactive nature <strong>of</strong> the<br />

venue and a desire to develop an<br />

ongoing relationship with punters.<br />

Margot Stafford, The deen’s Functions<br />

and Promotions Manager, says the<br />

website is proving to be a vital tool in<br />

promoting the venue and has contributed<br />

to the compounding customer loyalty<br />

since opening the doors back in May<br />

1998. How do they know this? They’ve<br />

asked their target market – Perth’s 18-45<br />

social set – who have happily handed<br />

over their email addresses and taken part<br />

in online surveys. And how do they know<br />

it’s working? Prior to the current<br />

management taking hold, the Aberdeen<br />

Hotel had 1000 punters a week. This has<br />

grown to and now holds at over 12,000<br />

each week.<br />

On the website you can join The deen's<br />

mailing list, complete an online survey,<br />

enter weekly competitions on the<br />

"compzone" and view The deen's own<br />

movie. The photo page is updated twice<br />

a week and proves to be the most<br />

popular area <strong>of</strong> the site. The site also<br />

covers information on The deen's bands<br />

(covers and originals), DJs, dancers and<br />

an up to the minute gig guide. The intent is to create a<br />

one stop shop for all you need to know about the venue.<br />

The deen has a clear mission, to be market leader in<br />

providing entertainment at the highest level. In this<br />

it succeeds.<br />

Thanks to John Boucaut and Margot Stafford for<br />

providing reference material.<br />

8

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